Mubadala Case Study

Mubadala

Sector

Objectives

Market growth | New consumers

Challenge

Mubadala is a sovereign-owned investment company in the UAE. They had established an annual business forum during the Abu Dhabi Formula 1 Grand Prix but wanted to give the event more of a global presence.

The aim was to attract foreign investment and showcase Abu Dhabi as a thriving business hub.

Solution

A partnership with CNN to co-host the CNN Middle East Business Forum / Beyond oil in a changing world.

This new framework for the business forum provided an authoritative and definitively international platform to leverage experts on business and the Middle East on socioeconomic topics, from oil to technology and governance.

Results

In two weeks

135
thousand

Visitors to 'On Abu Dhabi' section on CNNmoney.com (now CNN Business)

Event

280
business

Leaders attended the event

#CNNMEBF

#1
trending

Hashtag in Abu Dhabi on day of event

Services this project covered

Event

Panel discussions and interviews at the CNN Middle East Business Forum / Beyond oil in a changing world were led by CNN anchors with key note speeches from former President of the European Commission, José Manuel Barroso and Mudabala's Group CEO and MD, H.E. Khaldoon Al Mubarak.

Television & advertising

The CNN Middle East Business Forum was promoted with a highlights show, CNN Middle East Business Forum: Beyond Oil and the campaign featured CNN International TV special reports and a wrap up show, On Abu Dhabi. The whole campaign was amplified with Abu Dhabi articles on CNNMoney.com (now CNN Business) and a targeted ad campaign on CNNArabic.com with adjacent spots on CNN International.